Targeting the right keywords for a marketing campaign is super important. There is an increasing amount of competition in high volume keyword searches. However, many long tail key phrases have very little search volume. More importantly, the long tail search terms can convert to buyers much better because the user is much further along in their search and therefore more focused. By identifying the right terms, you can get more bang for your SEO efforts.
Methods of linking are probably what has changed the most in the last year. Before, people could over-optimise their anchor text for keywords that they wanted to rank for without any problem. After Google Penguin update in 2012 and Penguin 2.0 update in 2013, Google is mercilessly penalising websites for over optimisation. Over the next few years, it is going to be increasingly important for your anchor texts to look natural. Panda 4.0 came out on 22 May 2014 along with a new Pay Day Loans update and around the corner is the Penguin 3.0 update.
If you are going to attempt to increase your website visibility by building or acquiring backlinks in the future you had better be very, very careful indeed. Far better by far would be that you improved your website reputation by adding unique and interesting content to your website — article, images, videos, charts, graphs. Do not cut a paste content from other sources! One you will be punished by Google and two, you may be sued for using such content.